“Just as it became unacceptable to use racist, homophobic, or ableist language, phrases that trivialize cruelty to animals will vanish as more people begin to appreciate animals for who they are and start ‘bringing home the bagels’ instead of the bacon,” the organization said.

The campaign has gotten mixed reviews, including one Twitter user named Arthur Emswell suggesting that a bird is more likely to survive having a stone thrown at it than eating a scone.

I don’t eat meat, I care for my own animals & all the beasties in my wildlife friendly garden. I’ve driven many miles to get rescued critters to safety & I profoundly loathe any mistreatment of animals. But this is utterly absurd, you sound foolish & it undermines your good work.